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Value stocks led U.S. markets higher in the fourth quarter, with large-cap value broadly outperforming growth counterparts. Artificial intelligence (AI) remained a dominant performance driver. Yet, significant multiple expansion across the AI trade helped to prompt emerging signs of

Airfares could soon rise sharply as United Airlines warns that high oil prices may force ticket increases of up to 20%, putting pressure on travelers and the broader airline industry.

Speaking in a recent interview, CEO Scott Kirby said the company is preparing for fuel costs to stay high for a long time, especially as global tensions continue to push oil prices upward.

If that happens, airlines may have no choice but to pass those costs on to customers.

“That would require prices to be up 20%, to break even to cover that cost,” Kirby said, pointing to the growing financial strain from fuel expenses, NY Post reported.

Jet fuel is one of the biggest costs for airlines. When oil prices rise, it becomes much more expensive to operate flights. Kirby warned that if fares increase, fewer people may choose to travel.

“There will be less demand. There’ll be fewer people traveling as prices go up,” he said.

For now, travel demand remains strong. Kirby noted, “Demand is incredibly strong right now,” but added that the airline is planning ahead in case conditions change.

United Airlines Cuts Flights as Fuel Costs Surge

United has already cut about 5% of its flight capacity, removing routes that are not making enough money to cover rising fuel costs.

“There’s just no point in flying flights that are gonna lose money,” Kirby explained, emphasizing that the airline is focusing on efficiency.

According to FoxBusiness, the company expects oil prices could remain above $100 per barrel through next year and may even climb as high as $175 in a worst-case scenario.

If that happens, Kirby described it as a “stress event” for the airline industry, though still not as severe as the impact seen during the COVID-19 pandemic.

Unlike some airlines, United does not rely heavily on fuel hedging. Kirby said the company’s size makes it difficult to hedge without affecting the market. Instead, United has built up its cash reserves to handle unexpected cost increases.

The airline estimates that current fuel prices could add about $11 billion in expenses. To offset that, ticket prices would need to rise significantly, which could change how people plan trips.

Experts say higher fares may push families to rethink vacations or choose closer destinations. While business travel may continue, everyday travelers could feel the biggest impact.

Originally published on vcpost.com

With the 2026 MLB season getting started on Wednesday night, baseball’s first-ever “CEO of H2O” has been appointed by Primo Brands, and it happens to be one of the smoothest-swinging players of all time. 

Primo Brands, a leading North American branded beverage company whose water brands serve as the official water of MLB for the third straight season, has appointed Ken Griffey Jr., the National Baseball Hall of Fame outfielder who belted 630 home runs throughout his storied career, as the “CEO of H2O” in its new national campaign. 

The new campaign marks the first time all six of its regional spring water brands – Arrowhead Spring Water (West Coast), Poland Spring Water (Northeast), Ice Mountain Spring Water (Midwest), Deer Park Spring Water (Southeast, Mid-Atlantic), Ozarka Spring Water (Texas) and Zephyrhills Spring Water (Florida) – come together to celebrate America’s Pastime. 

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Baseball Hall of Famer Ken Griffey Jr. pitches healthy hydration in a new campaign from Primo Brands, with the campaign marking the third consecutive year that Primo Brands’ water brands are the Official Water of Major League Baseball, and the first (Primo Brands / Fox News)

The premise of the campaign by Primo Brands is to elevate healthy hydration as millions of fans return to their respective ballparks to watch their favorite teams all season long. Whether in the stands, or watching at home, hydration is key, and Griffey is excited to lead the charge in his new role. 

“I’m so excited for fans to see what I’m working on with Primo Brands,” Griffey said in an exclusive statement to FOX Business. “Healthy hydration is critical for the players on the field, the young people working to get better at the sport, and the fans in the stands. It’s an honor to be the first ever Baseball CEO of H2O. I’ll be working with Primo to tell that hydration story through all of their regional spring water brands all over the country.

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“Today is the start, but there will be much more throughout the season – follow along with Primo to see how we’re promoting healthy hydration all season long.”

Throughout the MLB season, Griffey will be engaging with fans across social platforms, sharing fun trivia for a chance to win monthly prizes, and of course, making a special red carpet appearance during MLB All-Star Week. This year’s festivities will take place in Philadelphia at Citizens Bank Park.

A 30-second national ad will also be shown, as Griffey puts together the ultimate spring water team through Primo Brands roster. 

Hall of Famer Ken Griffey Jr. is introduced during the 2025 National Baseball Hall of Fame and Museum Induction Ceremony at Clark Sports Center on Sunday, July 27, 2025 in Cooperstown, New York.  (Mary DeCicco/MLB Photos / Getty Images)

“Baseball is woven into communities across the country, just like our brands,” said Primo Brands chief marketing officer Kheri Tillman. “In our third year as the Official Water of MLB, and with Ken Griffey Jr. as Baseball’s CEO of H2O, we’re building on that foundation to unveil a national campaign that connects fandom and healthy hydration with the star power of one of the greatest in the game.”

Uzma Rawn Dowler, CMO and senior vice president of global corporate partnerships with MLB, added: “By uniting its regional spring water portfolio and tapping a baseball icon like Ken Griffey Jr., Primo Brands is showing it knows how to bring energy and authenticity to our partnership. We’re excited to continue telling the Primo Brands story through a baseball lens on our platforms while celebrating the role hydration plays in the game.”

Baseball’s first-ever CEO of H2O, Hall of Famer Ken Griffey Jr., pitches healthy hydration in a new campaign from Primo Brands. (Primo Brands / Fox News)

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As the New York Yankees and San Francisco Giants kick off the 2026 MLB season on Wednesday night in the Bay Area, Griffey and Primo Brands will be working together to celebrate healthy hydration for players and fans like it’s a walk-off home run.   

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